1. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Got Membership Development?

2. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
What we cover today
• Member Relations
• Member Retention and Recruitment
• Ethics Program
• Standard Setting Programs

3. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
How will we cover it today
Explanation
Examples
Engagement

4. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Member Relations
Develop communication strategies to keep
members engaged and informed.
Audience-- Who
Message --What
Vehicle -- How

5. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Member-relations strategy
addresses diverse needs/views
of Current &potential members.

6. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Strategies for diverse current potential
Members

7. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Strategies for diverse current potential
Members

8. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Analyze &implement, if appropriate,
industry awards and member recognition
programs
Association
programs and strategic goals.

9. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Membership Recruitment & Retention
Plan and implement membership
recruitment and retention programs
guided by the strategic plan and the
results of a membership-needs
analysis to expand and retain the
membership base.

10. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Example: NCRGEA Attracting new
members
• dues structure?
• incentives to new members?
• membership survey to evaluate?
Strategic Plan

11. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Example: NCRGEA Attracting new members Cont.
Strategic Plan
• What is our inspiring vision of future?
• Who are we? What do we do?
• What are our priorities?
• What are our Goals and objectives?

12. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Utilize market segmentation &
targeting to develop strategies,
messages, and delivery vehicles
for current and potential
members

13. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Example from NC Soybean
Producers Association
Strategic Plan
Priority: Communication and
Outreach

14. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
NC Soybean Producers
Goal 3: Review message and ways of communicating
this message.
Evaluate who is target of specific messages: farmers,
consumers, the public, Universities, partners, elected
officials, and others.
Evaluate ways to send the message according to the
target audience. This may include newsletter, social
media, face to face meetings, and “visit a farm day”.

15. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Research and identify strategies and
tactics that increase member return on
investment (ROI).
• Why should I join?
• Why should I participate?
• What should I care?

16. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Communicate the value and
relevance of association to
diverse populations of
members & potential members
to enhance membership
retention and recruitment.

17. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Evaluate
including membership satisfaction and
membership trends

18. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Group Exercises Doing
Each person works with help of rest of
group
What is particularly important in a
recruitment and retention plan for
your association. Are there unique
features of your association?

19. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Group Exercises Sharing
Each group appoints one person to
share some of the lessons learned.

20. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Ethics
Overall:
1. Is it moral?
2. Is it Legal?
3. Would it look bad on the front
page of the papers or to be
modern front page of the
internet?

21. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
Also Codes of Ethics
Standard-Setting Programs

22. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
In Review from AENC Strategic Plan
Goal 3 Increase and improve membership
engagement is a revision of 2011-2012 goal
“Provide quality networking in events and all
programs”. The current plan retains the
importance of offering high quality
networking events. This years’ goal expands
by focusing also directly on member
engagement especially on engaging new
members.

23. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
In Review from AENC Strategic Plan
Goal 4 Create a vibrant culture that engages
and welcomes younger professionals is a new
goal. The focal point of this new goal is the
creation of a group of young professionals
(association and affiliate members) in-
between 21 and 35 years of age who will
present recommendations to the Board and
communicate with similar young professional
groups.

24. DOMAIN 7: MEMBERSHIP DEVELOPMENT
Association 101
In Review from AENC Strategic Plan
Goal 5 Add membership from at least
two associations who are not currently a
part of AENC focuses efforts not only on
adding members but also on adding new
associations.